Workbook of Quantitative Tools and Techniques in Marketing, 2nd Ed.

Synopsis
/ Overview

Teach students how to analyze marketing data,
evaluate a marketing strategy quantitatively, and quantify the value
of a business proposition to a customer.

The identification of a target market and the definition
of the product, price, promotion, and placement to serve that target
market profitably requires both qualitative and quantitative skills.
While most undergraduate students are able to master the qualitative
aspects of marketing through their normal coursework, we have noticed
that many students struggle greatly with the quantitative analysis
of marketing data.

To address students' challenges in quantitative marketing,
we wrote Workbook of Quantitative Tools and Techniques in Marketing and are using it in our courses. The workbook walks students
through the process of plotting data, analyzing data, identifying
market segments, calculating the revenue and profit opportunities
within those segments, and selecting the most valuable market segment.
The workbook also walks students through the process of quantifying
the value of a product or service to a customer to support business
market sales. Instructors using this workbook are able to assign
progressive forms of quantitative analysis, monitor student progress,
and ensure students are capable of conducting a quantitative analysis
of marketing data.

At DePaul University, we have noticed students completing
this workbook were measurably better prepared to execute market
research, quantify the value of an offer for a customer, and formulate
a solid marketing strategy for a firm.

If you would like a review copy for consideration
in your curriculum, please contact Tim Smith at 773 395 2981 or
at tsmith@wiglafpricing.com.